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The number one insurance brand in the world is…

Mirror, mirror on the wall, which is the leading global insurance brand of them all?

If you’re an AXA employee then the latest Interbrand Best Global Brands ranking will certainly have felt like a fairytale come true – because the French insurance giant has taken the number one spot for an eighth successive year.

In the overall rankings, AXA climbed two places to sit in 46th position, enough to make it the number one insurer, with a brand value growth of 14%. It wasn’t the only significant mover in the insurance rankings, however, with Allianz enjoying brand value growth of 12% to sit in 51st place overall. Meanwhile, no other insurers managed to make the top 100.

“We are very proud to be the leading insurance brand for the eighth year in a row,” said Véronique Weill, AXA Group chief customer officer. “I would like to thank our 103 million customers who have trusted us once again this year. I would also like to thank our employees and our distributors for this new achievement. Their daily commitment towards our customers illustrates our new strategic vision: Empower people to live a better life. The AXA brand reflects this mission and we are very pleased to be recognized for our continued efforts.

“To achieve this objective, we must have the ability to adapt our own organization to face new challenges, serve societal needs and lead by example. The AXA brand is an extremely valuable asset that is the flagship of our purpose, our values and our culture. Our brand strength is a driver of trust for our 103 million clients, a source of pride for our teams and attractiveness for our 130,000 distributors,”

Speaking about the French insurance giant, Interbrand commented that it is “impressed by its transformation” and noted it has the “ambition” to change its category.

If you’re wondering, the highest rated brand overall was Apple, followed by, in order: Google, Coca-Cola, Microsoft, Toyota, IBM, Samsung, Amazon, Mercedes-Benz and GE rounding out the top 10.

Since the referendum on 23 June 2016, there has been a lot of uncertainty in many sectors, but for the UK's insurance and long-term savings industry, the largest in the EU and third largest worldwide, the shockwaves are likely to be felt for some time